Boulevard Branding Guidelines
BRANDING GUIDELINES Page 01
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Boulevard Branding Guidelines
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ABOUT THIS GUIDE Our goal is to make sure the Boulevard is a brand people can trust. Trust comes from our clients, partners and employees experiencing a consistent brand visually and in tone of voice, and when our actions and behaviours are true to the company’s values. This guide is designed to help you communicate the Boulevard brand in a way that meets people’s expectations in the most effective way possible. The book includes guidelines on how to design, write and apply the brand across multiple uses and marketing materials.
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THE LOGO The Boulevard logo is the most immediate representation of our company, our people, and our brand to the world. It is a valuable corporate asset that must be used consistently in the proper, approved forms. The following pages will show how the logo has been developed and how it should be used in the proper way.
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Boulevard Branding Guidelines
LOGO SHAPING The logo mark is built on a grid system, with construction on lines and circles to insure a powerful visual balance and visual stability. The logo grid is a geometric design technique that creates a consistant base structure that can adapt to all applications.
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MARK GREYSCALE COLOUR This page shows the logo in greyscale colour with gradiated shadow.
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MARK COLOUR The next stage in building the logo mark, is adding the brand colour.
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MARK WHITE ON BLACK This page shows the logo in black and white colour mode. In this example we have the white logo on a black background
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Boulevard Branding Guidelines
MARK BLACK ON WHITE This page shows the logo in black and white colour mode. In this example we have the black logo on a white background.
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ENGLISH LOGO This page shows the English logo, we have the mark on the left and the typeface on the right
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Boulevard Branding Guidelines
ARABIC LOGO This page shows the Arabic logo, we have the mark on the left and the typeface on the right
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LOGO USAGE & POSITION The brand logo is a valuable corporate asset that must be used consistently in the proper, approved forms. Consistancy in application across all touchpoints will help drive a consistant view of the brand.
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Boulevard Branding Guidelines
CLEAR SPACE Whenever you use the logo, it should be surrounded with clear space to ensure its visibility and impact. No graphic elements of any kind should invade this zone. Clear space is developed from the mark core parts and is shown as “x.�
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CORRECT USAGE BASED ON BACKGROUND COLOR Black or white backgrounds • Always use the primary masterbrand on black or white backgrounds • Should you need to place the brandmark on an image, the brandmark is best positioned on an area that is either black or white • When communicating the Boulevard to external audiences, the following guidelines apply to the choice of primary, secondary or greyscale versions of the masterbrand.
Coloured backgrounds • When placed on coloured backgrounds or subtle imagery, please use the following rules: • Aim to choose one of the colourways that ensures maximum contrast against the background. This is to allow the brandmark to stand out • When the background is too busy or when the background compromises the legibility of the brandmark, resort to the full white version • Do not, at any point, box the masterbrand in a black or white rectangle. See 2.3 Incorrect Usage. • The colours on the right represent best practice examples of masterbrand usage against different background colours.
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INCORRECT USAGE / COLOR, COMPONENTS These examples show how not to use the brand mark against colour backgrouds. Stand out and clarity is key to any application. The brand mark colours should stay as per the guidelines and should not be changed. Opacities or part opactities should never be applied to the brand mark.
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LOGO POSITIONING We strongly recommend placing the logo in specific places on any given usage ensuring adequate spacing around the brand and the application edges.
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Top left
Bottom left
Top Center
Bottom Center
bottom Right
Top Right
COLOUR PALETTES Across different marketing and advertising collateral there is a preferred placement for the brand. The follow section shows the correct placement depending on formats and positions.
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COLOUR PALETTE This palete provides the Pantone and CMYK breakdowns for the core brand colours for Boulevard
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3265 C
3305 C
CMYK C: 069 M: 000 Y: 037 K: 000
CMYK C: 100 M: 000 Y: 061 K: 061
RGB R: 053 G: 189 B: 178
RGB R: 000 G: 088 B: 071
HEX #28bdb3
HEX #005847
TYPOGRAPHY Typography also helps to center brand identity and should be used consistently across brand visual communication. To help ensure that all of our visual communications are consistent, Boulevard uses a select group of preferred typefaces for digital materials and one default typeface.
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TYPOGRAPHY / ENGLISH FONT This version of the Roboto family has been specifically chosen for the brand. and should be the main secondary typeface aplied across the brand.
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Roboto Light
ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz 1234567890 Roboto Reguler
ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz 1234567890 Roboto Bold
ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz 1234567890
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Boulevard Branding Guidelines
TYPOGRAPHY / ARABIC FONT The Arabic typeface has been specifically chosen for the brand. and should be the main secondary typeface aplied across the brand. It aligns excellently with the English typeface.
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GE SS Two Regular
أبتثجحخدذرزسشصضطظعغفقكل م ن هـ و ي ١٢٣٤٥٦٧٨٩٠ GE SS Two Medium
أبتثجحخدذرزسشصضطظعغفق ك ل م ن هـ و ي ١٢٣٤٥٦٧٨٩٠ GE SS Two Bold
أبتثجحخدذرزسشصضطظعغفق ك ل م ن هـ و ي ١٢٣٤٥٦٧٨٩٠
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BRAND SUPPORT ELEMENTS To support the brand›s identity and provide fleibilty in how the brand lives, we have developed two additional brand elements which can be used in specific circumstances.
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BRAND SHAPES The use of the brand’s second graphical element should also conform to a ‘loose’ hierarchy depending on the purpose and medium of the communications. This is to create distinction and avoid over-use. This brand element is best reserved for smaller to medium format spaces which may be clear spaces or carry imagery, e.g. brochure covers and simple banners. Messaging or branding would also sit on a ‹flat colour›, e.g. white without imagery, Whether full-colour or greyscale, it should always sit in a prominent position in the layout and give a clear sense of movement and progress. Care should be taken not to over use the brand shape and ensure enough space to carry messaging and branding. We recommend its use ONLY when imagery and copy or messaging is at an absolute minimum to maintain clarity and simplicity.
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